Marketing management in the field of theatre arts

Marketing in the theater arts includes promoting productions to attract audiences and increase ticket sales. This involves creating attractive advertising, using social media, engaging the community and using traditional media channels. Effective theater marketing also focuses on building relationships with patrons by offering special promotions and providing memorable experiences to encourage repeat visits. This requires creativity, strategic planning and a deep understanding of the target audience [1-12].

To study the dynamics of interest in this topic on a global scale, using the Google Trends tool [13] an analysis of the dynamics of queries in the Google search system was carried out according to the following parameters:

The geography of the request is the whole world;

The search query period is from 2004 to 2023;

Search categories - all;

Search keywords - «marketing management» and «theatre arts».

Years marketing management -- theatre arts:

Figure. 1. Interest rating in the Google search engine for the keywords «marketing management» and «theatre arts»

Analysis of the dynamics of search queries (Fig. 1) regarding the topic of marketing management for the period from 2004 to May 2024 revealed several significant trends. From 2004 to the end of 2007, there was a gradual decline in user interest, with a peak decline in 2008, which can be attributed to the global economic crisis. After that, from 2009 to the spring of 2013, a certain stability was observed, as the market recovered, new businesses began to open, which caused an increase in interest in marketing management.

According to Figure 2, it can be concluded that in Canada there is a significant preponderance of searches for the topic «theatre arts» (64%) over «marketing management» (36%). In Australia, this distribution is 60% and 40%, respectively.

Figure 2. Geography of interest in the Google search engine for the keywords «marketing management» and «theatre arts»: [13]

In Great Britain, the predominance of the cultural sphere is even more pronounced - 74% against 26% of interest in marketing management. In Ireland, the situation is similar, with 61% of requests for performing arts, while 39% for marketing management. Thus, the greatest interest in the cultural sphere is observed in Great Britain.

Analyzing the countries more interested in business than culture, the highest indicators are shown by China (91% marketing, 9% theater), Brazil (94% and 6%, respectively), Germany (97% marketing management, 3% cultural activities), and Ukraine (90% marketing, 10% theater).

Analysis of latest research and publications

The analysis of the interest of the scientific community in the research topic, based on publications indexed by the scientometric databases Scopus and Web of Science [14, 15], made it possible to form a sample that includes 3,823 scientific publications using the keywords «marketing management» or «theatre arts».

Figure 3. Dynamics of publishing activity for the search queries «marketing management» and «theatre arts» in the scientometric databases Scopus and Web of Science

Source: constructed by author based on data [14, 15]

The results of the study indicate a significant increase in the dynamics of publishing activity in the field of marketing management and theater art research since the early 2000s. This indicates the increased interest of the scientific community in these directions, which indicates their perspective and relevance in modern conditions.

The largest number of publications is concentrated in the field of «Business, management, accounting» - 34.6%, which indicates a significant interest in the subject of marketing management. The second place in the number of publications is «Social Sciences» with a share of 13.3%, which includes research on theater art. The third place is occupied by the category «Economy, finance, econometrics» with 10.7%, which also indicates marketing management. A significant number of publications also belong to fields such as engineering, computer science, arts and humanities, and decision theory. Thus, it can be concluded that the majority of scientific articles and works are related to business and management, in particular marketing management, but studies in the field of culture and art also occupy a significant share of the total number.

Economics, Econ... (10.7%)

Figure 4. Distribution of scientific publications by field of research Source: constructed by author based on data [14, 15]

Figure 5. Geography of publication activity by the search queries «marketing management» and «theatre arts» in the scientometric databases Scopus and Web of Science

Source: constructed by author based on data [14, 15]

At the same time, it is possible to note the TOP-5 articles with the largest number of citations (Table 1).

Research results

The analysis of Kyiv theaters showed that the selection of institutions for the study was justified by their popularity among the city's residents and the diversity of the repertoire, which includes drama, comedy, and lyrical performances. The Ivan Franko National Academic Drama Theater and the Lesya Ukrainka Theater have a similar positioning, both were founded in the 1890s, and have a similar repertoire and style of communication with consumers. However, the Ivan Franko Theater actively uses TikTok to promote its work, which leads to the rapid sale of tickets for some performances. This distinguishes it from the theater named after Lesya Ukrainka, which uses social networks less actively.

Kyiv National Academic Molodyy Theatre is an example of a modern approach to theatrical art and marketing. His performances on social topics and active use of influence marketing, including cooperation with Ukrainian bloggers, attract the attention of a young audience. A professional team works on managing social networks, which increases the effectiveness of theater promotion.

The Lviv National Academic Theater named after Solomiya Krushelnytska, with its classical approach and world-renowned name, continues to maintain its reputation through tours and participation in international championships. However, its marketing strategy is more focused on traditional methods, with less attention to the digital sphere, which is similar to the approach of the theater named after Lesya Ukrainka.

Figure 6. Number of followers on Instagram and Facebook accounts of theaters (data as of 05/22/2024)

Source: constructed by author based on data [25-28].

Table 2. Integral indicator of competitiveness

According to the results of the study (Table 2), the most competitive production was the production of the Ivan Franko National Academic Drama Theater, the integral index of which was 0.9. This is due to the largest number of performances played in 2023 - 577, as well as strong promotion in social networks, as evidenced by the large number of followers on Instagram and Facebook. The active involvement of a new generation of consumers through these platforms, affordable prices and a userfriendly, intuitive site have also become significant success factors.

According to the results of the study, the most competitive was the Ivan Franko National Academic Drama Theater with an integral index of 0.9. This has been achieved thanks to a large number of performances for 2023, effective use of social media, affordable ticket prices and a user-friendly website. Kyiv National Academic Molodyy Theatre takes second place with an integral index of 0.85. The key success factors are a high level of marketing, a user-friendly website and the presence of three stages, although high ticket prices and fewer performances are limiting factors. Lesya Ukrainka National Academic Drama Theater takes third place with an integral index of 0.84. The problems are the insufficient effectiveness of marketing and social media management, which leads to a lower number of followers. However, the theater held a significant number of performances in 2023. The Lviv National Academic Theater of Opera and Ballet named after Solomiya Krushelnytska ranks fourth due to a difficult-to-use website, the smallest number of performances and the presence of only one stage for performances, which limits the number of simultaneous spectators.

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